Add or remove a bid adjustment

Bid adjustments allow you to show your ads more or less frequently based on where, when, and how people search. If you are using the newer Google Ads experience, you can also adjust bids for certain ad interactions, such as calls to your business. This article shows you how to add or remove bid adjustments on both the Search Network and the Display Network.

Before you begin

Note that not all bid adjustments are compatible with all campaign types. If you’re not familiar with bid adjustments, read about bid adjustments first.

Instructions

The new Google Ads experience is now the exclusive way for most users to manage their accounts. If you’re still using the previous AdWords experience, choose Previous below. Learn more

Add or remove a bid adjustment on the Display Network

Click on the Topics, Placements, Interests & Remarketing, Gender or Age subtab depending on which type of targeting method you want to change.

Check the boxes of the rows you want to change. You can select multiple rows at once.

From the Edit menu, select Change bid adjustment….

Choose Increase by or Decrease by from the drop-down, and enter a number. If you're not familiar with the bid adjustment ranges, read about bid adjustments.

To remove a bid adjustment, delete the value in the field.

Click Save. Your bid adjustment will appear in the “Bid adj.” column.

Tip: Exclude your ad from a certain location, time, or device

Decrease a bid by 100% (not 0%) to completely exclude your ad from a certain location, time, or device. For device bid adjustments, note that the ad group bid adjustment won’t be used if the campaign bid for the same device is decreased by 100%.